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A new course starting in July will help local business people in regional Victoria become more comfortable with marketing – a topic that has been identified as a key skill gap for businesses in the Macedon Ranges region.

Run through Kyneton Community and Learning Centre (KC&LC) and delivered by marketing consultant, Leah Taylor from Straight Shooter Marketing, the D.I.Y. Marketing course will give participants specific, realistic and achievable tools and techniques to market their businesses.

According to Leah Taylor, most business people recognise that they need to do some form of marketing, yet a full strength marketing program seems out of reach – particularly when resources and budgets are already stretched just getting the work done to deliver to customers.

“I’ve worked in marketing for 20 years in companies of all different shapes and sizes. Consistently, business people have said to me that they would like to do more marketing, but they are not confident that they have the skills or the time required,” she says.

“Simply put, marketing is telling and selling a compelling story about your business to the right people, at the right time and for the right reasons.”

“Great marketing doesn’t necessarily need to be costly, complex and time consuming, but it does take a steady commitment and clarity of purpose.”

The D.I.Y. Marketing course highlights that the same core skills that are necessary to be a successful business person can also be used to efficiently and effectively market a business.

Participants will be encouraged to work to their strengths first in order to build marketing momentum, then use those successes to push beyond their comfort zone to try new methods, including online marketing, that have the potential to produce great results.

According to Mary Hogarth, Centre Manager at KC&LC, the introduction of a marketing course for local businesses is a direct response to specific demand within the region.

The 2013 Macedon Ranges Business Survey identified Marketing (50%) and Social Media (38%) as the two most important topics sought for professional development workshops in the region.

“KC&LC aims to provide education and training programs that are relevant to the changing needs of our community,” Mary Hogarth says.

“The DIY Marketing course is a great example of a new program that will deliver support for local businesses where it is needed most.”

“Investing in this course will provide a great opportunity to review and refine objectives for yourself, your business, your customers and your community.”

D.I.Y. Marketing will run for four weeks starting from Thursday 31 July. It comprises a two hour session each week in the evening from 7pm-9pm at the Kyneton Community and Learning Centre, 34 Mollison Street, Kyneton. The Special Introductory Price for this course is $495. Spaces are limited. Go to www.kynetonclc.org.auor call (03) 5422 3433 to book your place.

Kyneton is a thriving country town between Melbourne and Bendigo in regional Victoria. Kyneton Community & Learning Centre provides a range of services covering education, care and community services for participants of all ages from Kyneton and the wider district.

KC&LC has an amazing group of dedicated staff and volunteers who are doing an incredible job building the range of services on offer and delivering these services at the highest level of quality.

Everyone in the Kyneton community is welcome at the centre. Yet, research revealed that while 90% of residents in the Kyneton district were aware that KC&LC existed, only 10% of them had used the services provided.

I worked with the Committee of Management and staff earlier this year to put together a sustainable and manageable grassroots strategic communication plan to help them achieve their business goals in the short and long term. The challenge is to engage the community through effective communication to encourage greater and ongoing participation in the centre.

Creative kids won prizes for their art.

The upcoming 25 year anniversary was a perfect way to kick off the KC&LC communication campaign. Committee members and staff implemented each element of the communication plan which involved running a community art competition, organising lots of local promotion and publicity, gathering sponsorships from local businesses, all culminating in a Community Open Day where residents were welcomed, fed and entertained as they visited the centre – many for the first time.

This is the first phase in the ongoing implementation of the strategic communication plan for KC&LC. As a not-for-profit (NFP) organisation, we agreed on a model where I am a Marketing Coach – I drafted the plan in consultation with key stakeholders – but the implementation is the responsibility of nominated members of the KC&LC team. I am always available to answer questions and support them as the projects progress. And I was very happy to attend their party, eat a piece of birthday cake and celebrate all the work that has already been done. Well done team!

I look forward to more trips to KC&LC as future phases of the Strategic Communication Plan are put into place.

Do you know someone who would benefit from Marketing Coaching? This is a great way to get your marketing approach on track, without the need for expensive ongoing consulting fees or retainers. Contact Straight Shooter today for more information.